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When the Lights Go Out, Radio Stays On
| As a record-shattering number of devastating tornados wreaked havoc across the Midwest, it was local radio that informed and reassured frightened families huddled in basements and shelters.
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Local radio personalities painted word pictures and became the eyes for those who were literally in the dark—without power, cell phones or the Internet—and desperate for information and news. Those trusted and comforting voices kept them up-to-date and linked them to their communities, their neighbors, families and friends. After St. Louis was hit by a tornado that carved a 22-mile path north of the city, the community turned to local news/talk KMOX, the flagship station for the St. Louis Cardinals, to follow the latest news about the storm. No pictures or images were needed.
A recent CNN.com article about the aftermath of the deadly tornado that hit Joplin, MO, deftly captures radio's role to inform and unite during a crisis.
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Every Weekend Is Father's Day
The long-held belief that moms lead all shared listening with kids is being put to the test. A look at data for the top 10 markets shows that while shared radio listening is lower on the weekdays, 30% of total listening is shared between dads and kids aged 6-11 during the weekend hours of 3PM-7PM.
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Dads also share 28% of their listening with teens aged 12-17 during the same daypart. Weekends are a great opportunity to target brands and products looking to reach dads and their kids.
Here are a number of events that, according to Scarborough Research, children and their fathers are highly likely to attend together. |
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Events Attended/Places Visited Past 12 Months
(Indexed to Total Adults) |
| Dads With Children Aged 6-11 |
| Zoo |
146 |
| Circus |
152 |
| Any Professional Sporting Event |
136 |
| Dads With Children Aged 12-17 |
| Rock Concert |
139 |
| Any Professional Sporting Event |
128 |
| Circus |
118 |
| Source: Scarborough Research, Scarborough USA+ Study, Release 2, 2010 |
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Are Men Still in Charge of Home Landscaping?
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Black Radio Today 2011 Will Release During Black Music Month In a salute to the rich legacy of music played on the many stations that serve the black community, Arbitron will release the 2011 edition of Black Radio Today, an annual review of the nationwide radio listening for formats consumed by Black audiences. The study will reveal insights on the longstanding relationship between Black listeners and radio. Some highlights include:
- About 94% of Black consumers listen to radio every week.
- Black radio listeners are becoming more affluent, despite the difficult economy.
- Educational attainment among radio's Black consumers is rising.
- Four of the 11 formats examined evolve from the rich roots of America's Black music. They include Urban Contemporary, Urban Adult Contemporary, Rhythmic Contemporary Hit Radio and Gospel.
- The Urban Adult Contemporary format continues as America's favorite format among Black listeners for the fifth straight year.
For more interesting insights on the Black radio listener, download Black Radio Today 2011 on June 23, 2011, at www.arbitron.com. To receive notification, click here.
Black Music Month was first proclaimed on June 7, 1979, by President Jimmy Carter through the efforts of Philadelphia International Records executive Kenny Gamble. Since then, the month of June has been designated by the White House as Black Music Month. Read the 2011 proclamation from President Barack Obama.
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Radio Expands Reach
This week Arbitron presented a new study at the Advertising Research Foundation (ARF) Audience Measurement 6.0 Conference. The study, The Impact of Combining Local TV and Radio on Advertising, looks at cross-platform radio and television media usage. It reveals that:
- Combining radio and TV can bring advertisers prime-time audience levels throughout the entire day.
- Using both radio and TV in an advertising campaign is extremely effective in increasing both reach and frequency.
Click here to receive the full study when it's released.
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PPM ratings are based on audience estimates and
are the opinion of Arbitron and should not be relied on for precise
accuracy or precise representativeness of a demographic or radio
market.
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When the Lights Go Out, Radio Stays On
Every Weekend Is Father's Day
Are Men Still in Charge of Home Landscaping?
Black Radio Today 2011 Will Release During Black Music Month
Radio Expands Reach
Top Three Formats for Men Are No Surprise
The 2010 Radio Today annual study revealed that All Sports (84%), Album-Oriented Rock (74%) and Active Rock (73%) were the top formats for men. To see more about how demographics break out by format, download the study.
This monthly newsletter is brought to you by Arbitron, as part of Radio Today, a series of studies and outreach that reviews radio-listening trends and provides timely insight into how radio reaches American consumers.
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